Artículos relacionados a Early Stage Market Modeling- Using Theoretical Perspectives

Early Stage Market Modeling- Using Theoretical Perspectives - Tapa blanda

Veronica Giggey

 
9783836424592: Early Stage Market Modeling- Using Theoretical Perspectives
Tapa blanda
ISBN 10: 3836424592 ISBN 13: 9783836424592
Editorial: KS OmniScriptum Publishing, 2007

Sinopsis

Estimating the size of addressable markets before they exist or are well established,is one of the major challenges faced by marketing and investmentmanagers. Waiting for maturity and then addressing its needs is not a tacticthat many companies are able to accept. The objective of this research is todevelop a method that can be used to estimate the size of emerging markets.The adoption of mobile payment services in South America is modeled usinga stochastic analysis tool, a staged estimation procedure and historical data.Adoption curves are estimated using dimensions traditionally used in marketingliterature and construct dimensions that were derived using three complementarytheoretical perspectives. The proposed method is first tested usingadoption data in regions for which mobile payments exist. The method isthen applied to South America, a region in which mobile payments have notbeen deployed. The analysis and method try to refute the idea that earlystage marketing estimation is more of an art than a science by providing amethod that yields accurate, quantitative results based on little or no marketdata. The book is addressed to professionals in Marketing, early market investorsand researchers in the areas of Marketing, Innovation and TechnologyDiffusion.

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Reseña del editor

Estimating the size of addressable markets before they exist or are well established, is one of the major challenges faced by marketing and investment managers. Waiting for maturity and then addressing its needs is not a tactic that many companies are able to accept. The objective of this research is to develop a method that can be used to estimate the size of emerging markets. The adoption of mobile payment services in South America is modeled using a stochastic analysis tool, a staged estimation procedure and historical data. Adoption curves are estimated using dimensions traditionally used in marketing literature and construct dimensions that were derived using three complementary theoretical perspectives. The proposed method is first tested using adoption data in regions for which mobile payments exist. The method is then applied to South America, a region in which mobile payments have not been deployed. The analysis and method try to refute the idea that early stage marketing estimation is more of an art than a science by providing a method that yields accurate, quantitative results based on little or no market data. The book is addressed to professionals in Marketing, early market investors and researchers in the areas of Marketing, Innovation and Technology Diffusion.

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
KS OmniScriptum Publishing
Año de publicación
2007
Idioma
Inglés
ISBN 10 
3836424592
ISBN 13 
9783836424592
Encuadernación
Tapa blanda
Número de páginas
152
Contacto del fabricante
no disponible
Persona responsable
no disponible